The Moderating Role of Senior Management Support on the Relationship between Brand Identity, Brand Positioning and Sustainable Organizational Performance: A Study of Umma University, Kenya
Main Article Content
Keywords
brand identity, brand positioning, sustainable organizational performance, higher education institutions, senior management support
Abstract
Sustainable organizational performance has become a critical concern for higher education institutions due to increasing competition, changing stakeholder expectations, and the need for long-term institutional viability. Branding has emerged as a key approach for enhancing institutional reputation, stakeholder engagement, and competitiveness. However, despite its importance, many universities, continue to experience challenges in effectively implementing branding strategies to achieve sustainable performance. This study therefore examined moderating role of senior management support on the relationship between brand identity, brand positioning and sustainable organizational performance in Umma University, Kenya. The study was guided by the Resource-Based View (RBV) Theory and Positioning Theory. A descriptive research design was adopted. The target population consisted of 104 staff members, and a census approach yielded 83 valid responses, representing an 80% response rate. Data was collected using structured questionnaires administered through Google Forms. A pilot study was conducted to test the research instruments. Validity was ensured through expert review, while reliability was assessed using Cronbach’s Alpha, with all variables recording values above 0.7, indicating acceptable internal consistency. Data analysis involved descriptive statistics and inferential techniques including correlation, regression, and moderation analysis, with results presented using tables. Correlation analysis revealed strong, positive, and statistically significant relationships among the study variables. Brand identity correlated with sustainable organizational performance (r = 0.702, p = 0.001), while brand positioning also showed a strong relationship (r = 0.715, p < 0.001). Senior management support recorded the strongest association with sustainable organizational performance (r = 0.754, p < 0.001). Regression results indicated that brand identity (β = 0.245, p = 0.001) and brand positioning (β = 0.218, p = 0.002) significantly predict sustainable organizational performance. Moderation analysis further showed that senior management support significantly strengthens the relationship between brand identity and performance (β = 0.182, p = 0.010) and between brand positioning and performance (β = 0.176, p = 0.009). The study concludes that brand identity and brand positioning jointly enhance sustainable organizational performance, while senior management support strengthens both direct and indirect effects of strategic branding. It recommends a structured branding policy, adequate resource allocation, inclusion of branding indicators in performance appraisal, stakeholder feedback systems, strengthened institutional identity awareness, improved value communication, stronger leadership support, and effective monitoring and evaluation of branding initiatives.
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Article Details
Asmahan Mohamed Mohamud , Department of Business, School of Business & Technology, Umma University, P.O. Box 713-01100, Kajiado, Kenya
Department of Business, School of Business & Technology, Umma University, P.O. Box 713-01100, Kajiado, Kenya
Jackson Wanjau , Department of Business, School of Business & Technology, Umma University, P.O. Box 713-01100, Kajiado, Kenya
Department of Business, School of Business & Technology, Umma University, P.O. Box 713-01100, Kajiado, Kenya
Anne Maguta , Department of Business, School of Business & Technology, Umma University, P.O. Box 713-01100, Kajiado, Kenya
Department of Business, School of Business & Technology, Umma University, P.O. Box 713-01100, Kajiado, Kenya